Digital Marketing Archives - Page 2 of 18

In News

Are Your Brand Marketing Strategies Outdated?

August 26, 2024 No Comments

The biggest challenge facing today’s marketers isn’t a lack of creativity – it’s a lack of resources and time to be curious.

The Gist

Embrace curiosity. Marketers must prioritize curiosity over data overload to develop impactful, cohesive strategies.
Authentic engagement crucial. Genuine connection with consumer interests leads to more effective audience retention.
Curious lately? A lack of resources and time to be curious is holding marketers back.

Brand marketing strategies today rely, as they always have, on winning in two ways: getting people to your brand as fast as possible and keeping them there as long as possible. The change has come in how marketers and their agencies can now make every dollar more measurable and accountable than ever before.

However, not everything that can be measured should be. As automation increasingly finds its way into both the delivery and creation of brand content, it’s more important than ever to separate the signal from the noise.

For too long, brand marketing strategies have been chasing the wrong goals — fixating on reaching consumers when they believe they’re paying attention rather than forging meaningful connections that resonate with their interests, needs and aspirations.

This is making it harder to tell the difference between real brand attraction and mere distraction, and knowing when to focus on consumer intention to bring in new audiences or switch to retention to keep them for longer.

The Curiosity Gap Holding Marketers Back

The biggest challenge facing today’s marketers isn’t a lack of creativity — it’s a lack of resources and time to be curious, exacerbated by an overwhelming amount of data to navigate. We’re so consumed with juggling the latest tactics, technologies and resulting information that we’ve neglected to ask ourselves the fundamental question: “How do all these pieces fit together into a cohesive, impactful strategy?”

This curiosity gap is costing us dearly. We’re drowning in digital noise, mistaking chatter for substance while losing sight of brand marketing strategies that truly resonate with audiences. Sure, we can track clicks and scrolls and insert our brands into places we believe the audience is engaged, but are we genuinely understanding consumer behaviour? Or are we simply adding to the noise?

To bridge this divide, marketers must become students again — open to learning how new strategies, channels and metrics can interlock to engage audiences in authentic, lasting ways.

The Silver-Bullet to Integration

Newer brand marketing strategies are powerful ways for brands to deliver resonant content to target audiences — building trust, awareness and understanding, boosting visibility, while aligning with search engines’ prioritization of quality over quantity. Ultimately, it’s about creating a people-focused approach that can help brands cut through consumer scepticism around AI-generated content.

Sizzler did this recently, transforming its digital strategy to bring it back to the top of the fast casual category. By leveraging insights and using a performance-driven approach to reach specific demographics like families and business travellers through precise geo-targeting, they were able to increase engagement, conversions and brand visibility, leading to a significant increase in restaurant visits.

Prioritizing Data-Driven Relevance

The path forward is illuminated by data, but not just any data. We must look beyond vanity metrics and surface-level engagement stats to unlock true value. Prioritize relevance, emotional resonance and measurable impact — the elements that create enriching experiences your audiences crave.

We must look beyond vanity metrics and surface-level engagement stats to unlock true value.ndsoll137 on Adobe Stock Photos

With consumers’ desires in constant flux, real-time insights are critical for staying ahead of trends. The ability to nimbly adapt strategies based on emerging demands allows brands to demonstrate an empathetic understanding of what matters most to their customers — fostering trust and enduring relationships.

This ethos should permeate all your content and channel strategies, from earned and owned media to paid tactics. For instance, SEO has long been relegated to the bottom of the marketing toolbox — viewed as more of a hygiene factor than a value driver. But search algorithms have evolved, and the relevance of your content to the end viewer’s needs now has the strongest correlation to visibility.

Tapping Into Unspoken Desires

Beyond data-driven relevance, the most vital element for fostering enduring consumer connections is tapping into unspoken desires — the emotional undercurrents and aspirations driving human behaviour.

We’re not just selling products and services; we’re selling feelings, experiences and identities people yearn to embrace. So while clicks and algorithm hacks are being penalized, the opportunity lies in doubling down on authenticity and true consumer value.

Take TikTok’s meteoric rise in search for a masterclass in discovering and engaging with content people deeply crave. The platform climbed from the seventh to the first most visited website by redefining how users explore and interact with content aligned with their unspoken passions.

It’s not simply about the scale of attention you capture but what you do with that attention that counts. Ensuring your brand cuts through the clutter by delivering relevance to every audience segment, in the right moments and contexts, is what will fuel measurable success.

The Way Forward for Brand Marketing Strategies

To stay ahead with brand marketing strategies, despite the twists and turns of our industry, we must become skilled navigators — harnessing data to steer us toward relevance and meaningful connections.

It starts by closing the curiosity gap that’s preventing more rapid progress. Stay hungry to learn, question the status quo and evolve your approaches holistically, based on emerging trends (Spoiler: Most times that won’t be answered by a paid placement at all).

Prioritize relevance over empty metrics across your entire content ecosystem — from on-site and owned content to those paid placements that need to exist in spaces designed to attract, not distract. Lean into innovative earned tactics that cut through scepticism to deliver resonant narratives.

And above all, remember the humanity behind the data points. We’re not just selling; we’re becoming curators of relevance who tap into the unspoken desires that truly enrich people’s lives.

By Duncan Smith

Duncan Smith is a seasoned media and communications strategist with over two decades of experience in media planning, buying, and agency leadership roles across London, Europe, and New York. Throughout his career, he has spearheaded the launch of a connections planning department, managed global multinational clients, and led winning pitches for over $4 billion in new business.

Sourced from CMSWIRE

In News

Apple & Yahoo Create Worrisome Trends for Email Marketers

August 22, 2024 No Comments

By Chad S. White

And, shockingly, one of the trends involves (over)using AI.

The Gist

Tab concerns. Apple and Yahoo’s tab additions may alter email visibility and engagement, impacting marketers’ strategies and consumer interaction.
AI previews. Automated summaries threaten email marketing efforts, undermining carefully crafted preview text and brand messaging.
Diluted branding. AI-generated summaries may push content below the fold, weakening brand voice and potentially introducing inaccuracies.

Marketers have reasons to be concerned by the upcoming inbox changes that were announced by Apple on June 10 and Yahoo on June 11. Those changes entail Apple adding tabs to Apple Mail, and both Apple and Yahoo adding AI-generated summaries to emails.

Let’s talk in more detail about each and what the concerns are.

The Addition of Tabs

Ten years after Google pioneered tabs, and many years after Microsoft and Yahoo adopted them, Apple has finally followed suit. Expect to see tabs in future versions of Apple Mail. All of the major inbox providers use slightly different tabs from one another. Apple Mail’s four tabs will be Primary, Transactions, Updates and Promotions.

You might be wondering why this is a concern. And regular readers of my CMSWire columns may recall I wrote an article marking the 10-year anniversary of Gmail Tabs, where I concluded by saying that the “Promotions tab isn’t worth fussing about.”

So, what’s changed?

Well, in that same article, I talk about how Gmail has been automatically applying Email Annotations to some commercial emails in the Promotions Tab that don’t include that coding. Essentially, Gmail has been hijacking the code of marketers’ emails to achieve its own goals, which presumably includes making their in-line ads less distinguishable from the emails surrounding them.

Google calls it Automatic Extraction. This year, they’ve become much more aggressive in applying it. The higher frequency of use has also made it evident that Automatic Extraction routinely degrades the email experience crafted by brands, creating disconnects between their subject line and the preview content imposed by Gmail. In some cases, legal questions around misrepresentation and false advertising are being raised, with Gmail occasionally pulling discount amounts from disclaimers at the bottom of emails and promoting them in the preview content, falsely asserting that it’s the featured discount in the email.

I have zero concerns about inbox providers creating Promotions tabs. Neither do I mind them using the Promotions tab as a venue to display ads, even placing them in-line among emails. That’s a reasonable way to generate revenue for their inbox business.

However, putting marketers’ emails in a different tab where the preview content of their emails is changed without their consent in ways that they would never do to personal emails is a serious problem. I’m glad to see Apple follow Google’s lead on tabs, but I hope they won’t follow their lead on changing marketers’ email content.

AI-Generated Previews & Summaries

The other big change that’s coming is the addition of generative AI-powered previews and summaries for both Apple and Yahoo.

In the case of Apple, they’ll be replacing preview text of emails with a generative AI-written preview. All of the examples shown were personal, but presumably this will be applied to commercial emails, too. It’s unclear if this functionality will be on by default, or if it can be turned off by users.

Apple’s WWDC 2024 on June 10, 2024 ai — Apple’s WWDC 2024 on June 10, 2024

And once you’ve opened an email, Apple will give you the option to have generative AI summarize the email with the tap of the Summarize button.

Apple Mail AI-Generated Summarize — Apple’s WWDC 2024 on June 10, 2024

In what Yahoo Mail is calling “one of the most significant updates to its desktop experience in nearly a decade,” they’ve streamlined their user interface and added generative AI previews and summaries. Both appear to be on by default, and it’s unclear if they can be turned off.

The AI preview is similar to Apple’s, which again replaces the typical preview text that’s pulled from the email’s body content. However, unlike Apple’s AI summary, Yahoo’s appears to be done automatically.

The other difference is that Yahoo’s summary appears as a series of bulleted items, rather than a paragraph-style summary. It will also include proposed actions, tasks, or responses needed, according to Yahoo.

The concern with AI previews is that they undo marketers’ preview text optimization efforts. While it’s true that most personal emails aren’t written by communication experts and therefore have less helpful preview text, that’s not the case with marketing emails.

The concern with AI summaries is similar, especially if they’re applied automatically to marketing emails. While some marketing emails can be long, when that’s the case, it’s almost always because the email is composed of many content blocks about multiple subjects. AI summaries are unlikely to do that justice. Indeed, given how little actual text is in many marketing emails, the summary may largely reword the marketing text, potentially introducing inaccuracies in the process.

Regardless of how good the AI engine summary is, the summary will have two negative effects on marketers:

It will push more of the email’s content below the fold.
It will dilute the brand’s voice and filter its message.

Mediating Between Senders & Recipients

Email’s not perfect. There are plenty of things that could be better besides the long-standing problem of spam, against which inbox providers have been vigilant fighters. The new functionality they’ve rolled out over the years highlight some of the other things inbox providers think could be better about email.

The challenge is there’s little agreement among the major inbox providers on which issues to prioritize. The result is:

A lack of critical mass of support for AMP for email, CSS-based interactivity, Annotations and schema, and BIMI.
Inconsistent implementations of dark mode, plus other rendering inconsistencies.
A deliverability requirement that brands only send to engaged subscribers, while some inbox providers block senders’ visibility into opens, the most frequent sign of engagement.

Considering all of the helpful advancements that inbox providers could agree on, it’s unfortunate that what they seem to agree on is that preview text should be overwritten and body copy filtered and summarized by AI — particularly, it appears, if the message is commercial. Put another way, it seems the problem they’re trying to solve is that people are writing the emails.

By Chad S. White

Chad S. White is the author of four editions of Email Marketing Rules and Head of Research for Oracle Digital Experience Agency, a global full-service digital marketing agency inside of Oracle. Connect with Chad S. White: Twitter

Sourced from CMSWIRE

In News

7 Free Digital Marketing Tools Every Small Business Can Use

August 13, 2024 No Comments

By Emily Heaslip

These free digital marketing tools boost your visibility at no cost to your bottom line.

Looking to spread the word about your business without spending a cent? No matter what type of business you operate, these free digital marketing tools can help boost your visibility and bring in new business. Restaurants, retailers, and service professionals alike can all benefit from these seven free digital marketing tools.

Social media

Old-fashioned, organic social media posts are free, easy, and a staple in every digital marketer’s toolkit. Although there are dozens of strategies, formats, and tools for managing paid advertising on social media, every company should prioritize posting regularly on their business profiles. A simple news feed update once or twice a week shows your company is open for business and engaging with followers. Social media boosts your company’s SEO results as well as helps you connect with potential customers — and best of all, it’s completely free.

Nextdoor

Nextdoor is a hyper-local social media platform that connects people who live in the same immediate geography. Users on the app are neighbours, businesses, nonprofits, public agencies, and brands that join the platform to ask for recommendations, share safety alerts, and advertise their products or services.

Nextdoor claims that 25% of conversations on its platform involve neighbours asking for recommendations for local businesses. When you sign up for a business page on Nextdoor, you can share general business information such as your address, website, or open hours. Local customers can also leave recommendations and message you directly. Creating a business page is free; there’s also the option to pay for advertising on Nextdoor.

Google reviews

Reviews on your Google business page can be a gold mine for your digital marketing efforts. Ask satisfied customers to leave a review on Google after a positive interaction. You can do this in person, through email receipts, or with a business card with a QR code linking directly to your Google review page. Then, showcase your positive feedback on your website and social media.

Build credibility by responding to all Google reviews, positive or negative. “Reviews are useful for potential customers when they’re honest and objective. Customers find a mix of positive and negative reviews more trustworthy. You can always respond to a review to show the customers that you care and provide additional context,” wrote Google.

Old-fashioned, organic social media posts are free, easy, and a staple in every digital marketer’s toolkit.

ChatGPT

ChatGPT can meet a range of different marketing needs. This AI-powered chat tool can suggest social media copy, help brainstorm marketing campaign ideas, generate product descriptions, and help you research industry trends. Best of all, ChatGPT is completely free to use.

Pablo

Pablo, a free tool from Buffer, provides license-free images you can customize with text overlays to use on social media or in other marketing outreach. This user-friendly image editing tool provides a library of images from Unsplash, another great source for photos available for commercial use. Within Pablo, you can add filters, change the size for different social media platforms, and add text to images. It’s a great tool for making your profiles pop.

MailChimp

It may surprise you that this incredibly popular email marketing platform has a free option. MailChimp is free for up to 1,000 monthly email sends (defined as the maximum number of emails that can be sent per month with 500 contacts). If you contact a small but mighty email list, MailChimp has tons of features to help you engage regularly and build relationships with your customers.

Help A Reporter Out

Help A Reporter Out (HARO) is a good resource for getting free media coverage for your company. Journalists post requests for sources on particular topics related to stories they are working on. You can sign up for a “source” account and respond to journalist requests for a chance to be featured in a local news story. These opportunities help position small business owners as subject matter experts and can get media attention for your company.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

Feature Image Credit: Getty Images/FG Trade

By Emily Heaslip

Sourced from CO

In News

6 Worst Marketing Campaigns of All Time

August 8, 2024 No Comments

By Michelle Hawley

Explore six infamous marketing blunders, their impacts and crucial lessons to enhance your brand strategy.

The Gist

Brand sensitivity. Effective campaigns require a deep understanding of cultural and social sensitivities.
Quality integrity. Maintaining product quality should not be compromised for cost-saving measures.
Legal awareness. Advertisements must align with industry regulations to avoid legal repercussions and damage to credibility.

Have you ever seen an ad that ridiculously missed the mark, alienating customers or causing a massive drop in sales?

Some of these gaffes are so bad that it’s hard to believe they’re real. But they are. And we can certainly learn a thing or two from them.

1. Fiat’s Anonymous Love Letters

Back in 1994, Italian carmaker Fiat decided to send out 50,000 anonymous love letters to young women in Spain.

The personally addressed letters on pink paper included gems like: “Yesterday we saw each other again. We met on the street, and I noticed how you glanced interestedly in my direction. I only need to be with you for a couple of minutes, and even if it doesn’t work out, I promise you won’t forget our little experience together.”

Fiat’s plan was to send a follow-up letter around six days later, revealing the “admirer” to be the new Fiat Cinquecento. Before that could happen, however, the women began to feel scared, imagining a stalker tracking their every move. Some locked themselves in their apartments, while others would only leave home in the presence of male company. Married women who received the letters also said the campaign caused jealousy issues in their relationships.

Ultimately, Fiat ended up getting sued, had to pay fines and followed up the ad campaign with apology letters.

The Lesson:

This is one of those campaigns that makes you scratch your head and wonder how it passed multiple levels of approval. “We thought is was a fun campaign aimed at the independent, modern working woman,” a Fiat spokesman said at the time.

But did they consult any independent, modern working women for the campaign? Likely not, because Fiat would have quickly learned that anonymous letters from someone secretly watching you is creepy, not flattering or exciting. It signals a massive miss for Fiat in understanding its target audience.

2. Dove’s Real Beauty Campaign

In 2017, Dove released a three-second “Real Beauty” ad, where a black woman turns into a white woman after using the brand’s body lotion.

The ad sparked a ton of controversy online. Many called the spot racist, and it spurred hashtags like #DoneWithDove and #DoveMustFall. Others, however, argued the ad was not racist, and instead was an attempt to be diverse and show off different models.

Dove later pulled the ad from Facebook and released an apology on Twitter. “An image we recently posted on Facebook missed the mark in representing women of colour thoughtfully. We deeply regret the offence it caused,” the company wrote.

The Lesson:

“Dove has had numerous ads over the years that cannot be mistaken for anything other than racist,” said Mara Einstein, professor at Queens College, City University of New York.

“Similar to the ad where the Black woman turns white, there was a print ad that suggested that being Black was the ‘before’ and being white was the ‘after.’ Hard to interpret that any other way.”

To avoid making racist, misogynistic or simply juvenile advertising mistakes, explained Einstein, marketers have to take the time to vet their content. “This doesn’t have to be overly expensive or time consuming and it will save them from agita in the long run.”

As for demonstrating values, she added, it’s time for companies to stop with purpose and deal with impact. “If what you are doing isn’t helping the planet or your people — employees, customers, community — then take a seat.”

3. Lifelock’s CEO Gives Out His Social Security Number

Have you ever heard of LifeLock? You might have seen the commercial where the company’s CEO, Todd Davis, gives out his social security number on TV, claiming the company’s product is so air-tight that he has nothing to worry about.

You might remember that his social was splattered across many billboards.

If you think that seemed like a stupid idea at the time, you would have been right. Because Davis had his identity stolen at least 13 times since 2007.

One criminal in Georgia, for instance, used it to rack up more than $2,300 worth of phone calls. And debt collectors sought out another $3,700+ from people other than Davis using the number.

In 2008, credit bureau Experian sued LifeLock, accusing it of deception and fraud in its advertising campaign. And two years later, the FTC levied $100 million in fines against the identity theft prevention company for deceptive advertising and failure to secure consumers’ personal information.

The Lesson:

This should be a no brainer — the claims your company makes should line up with what you’re able to deliver. Overpromising can lead to significant credibility damage and legal troubles if the product doesn’t perform as advertised.

LifeLock’s campaign also ran afoul of legal standards, leading to lawsuits and hefty fines. It highlights the importance of having a good grasp of industry regulations and laws. Especially in cases like this, where the brand tried to stand out with a unique form of marketing, it’s important to work with legal teams to understand the boundaries of what can be promised and claimed in advertisements to avoid legal repercussions.

4. Bloomingdale’s Spike Your Best Friend’s Eggnog Ad

Out of touch marketers? Seems to be a trend.

Bloomingdales faced criticism when they released a campaign featuring a man and woman with the caption: “Spike your best friend’s eggnog when they’re not looking.”

Bloomingdales ad with the slogan: Spike your best friend’s eggnog when they’re not looking.

Now, this wasn’t the 1960s (though that still wouldn’t be a good excuse). This was 2015, when the conversation around date rape culture was in full swing. These were conversations people were having online, in schools, etc.

But apparently Bloomingdales didn’t get the memo.

The company later issued an apology, with one tweet saying, “We heard your feedback about our catalogue copy, which was inappropriate and in poor taste. Bloomingdale’s sincerely apologizes.”

The Lesson:

“It’s crucial to thoroughly understand not just demographic data, but the societal and cultural contexts that might affect the reception of your campaign,” said Tenyse Williams, digital marketing adjunct instructor specialist at Columbia University, George Washington University and the University of Central Florida.

What could Bloomingdales have done better? Some steps Williams pointed to include:

A pre-release review process that involved multiple layers of approval
Sensitivity and implication training for the marketing team
Real-time monitoring and feedback implementation once the campaign went live

“These steps are not just about crisis management but about proactive engagement and ethical reflection in the creation and launch of advertising campaigns,” explained Williams. “By integrating these practices brands like Bloomingdale’s can avoid major missteps and align more closely with both ethical standards and public sentiment.”

5. Pepsi’s Kendall Jenner Ad

A lot of headlines in 2017 featured the Black Lives Matters protests. People were talking about issues surrounding race, equality, police violence and more. For some reason, Pepsi decided it was the ideal time to release their Kendall Jenner ad.

In the commercial, the socialite walks out into the protest and immediately defuses tensions by handing a police officer a can of Pepsi.

Naturally, people were mad. Many accused the brand of trivializing the protests and downplaying the deaths caused by police.

“Pepsi was trying to project a global message of unity, peace and understanding,” the company wrote on Twitter. “Clearly, we missed the mark and apologize. We did not intend to make light of any serious issue. We are pulling the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”

The Lesson:

Marketers should think about the context of their ads and how they will be seen by their intended audience, said Mindy Weinstein, founder and CEO of Market MindShift and author of “The Power of Scarcity.”

In the case of the Kendall Jenner ad, said Weinstein, Pepsi didn’t consider the seriousness of the social issue it used. Testing ads with a diverse group of people can help avoid marketing mistakes and will give insight into how the ads are being interpreted, she added.

“I’ve noticed that marketing campaigns that lack sensitivity to social issues, misjudge audience values, oversimplify complex matters, and fail to predict public reaction are the ones that become the biggest blunders,” Weinstein explained. “They fail to understand and respect the audience’s context, values, and current social climate. That is a recipe for a marketing disaster.”

6. The Schlitz Mistake

Up until 1977, the Joseph Schlitz Brewing Company was America’s largest brewer. And its flagship beer, Schlitz, was coined as the “beer that made Milwaukee famous.”

So what happened?

For starters, the brand made a number of poor decisions — like using cheaper ingredients and attempting to shorten the beer’s brewing time with a process called accelerated batch fermentation.

The nail in the coffin, however, was a series of bizarre commercials titled “Drink Schlitz or I’ll Kill You.” The ads featured people like a fictional boxer or a lumberjack with a pet cougar. When an off-screen voice would ask if they’d like to try a beer other than Schlitz, they’d respond with odd comments like, “You want to take away my Schlitz? My gusto? …You’re gonna be down for the count so long, they’re gonna use a calculator.”

The ads were a huge failure, with the company pulling them off the air — and firing their ad men — 10 weeks after they first went live.

Sales dropped, with the company taking more than $1.4 million in losses in 1976 — the equivalent of $6.3 million in 2020. By 1981, Schlitz closed its Milwaukee brewery. The downfall became so infamous that it even earned a name: the “Schlitz mistake.”

The Lesson:

Schlitz made the fateful decision to change its brewing process and use cheaper ingredients, compromising the quality of the beer and alienating customers who expected a certain standard.

But the true lesson here is in understanding brand and audience alignment. The “Drink Schlitz or I’ll Kill You” campaign is a textbook example of a marketing message that missed the mark in terms of audience expectations and the brand’s heritage.

Schlitz’s attempt to use humour and hyperbole came off as aggressive and bizarre, rather than appealing. It’s a story of marketers forgetting to make campaigns resonate with audience’s values and perceptions, and keeping messaging consistent with the brand’s established image.

It’s also a case that calls for testing prior to the ad’s launch to gauge audience reactions. Had Schlitz tested their ads with focus groups or smaller markets, they might have discovered the negative reactions and adjusted their approach accordingly. Schlitz could still be a beer that we all drink and talk about today.

Beyond Marketing Blunders: Building a Lasting Legacy

The consequences of a poorly conceived ad campaign can extend far beyond at temporary drop in sales or a fleeting PR headache. These marketing missteps above point to a deeper, more systemic issue within the sphere of marketing — a frequent disconnect between how brands perceive themselves and the realities of public perception.

For marketers, the challenge is not just to avoid the next big blunder, but to actively contribute to a legacy of respect, integrity and genuine engagement with audiences. The question should not be: How can the next campaign avoid controversy? It should be: How will it reaffirm the brand’s place in the lives and values of consumers?

By Michelle Hawley

Michelle Hawley is an experienced journalist who specializes in reporting on the impact of technology on society. As a senior editor at Simpler Media Group and a reporter for CMSWire and Reworked, she provides in-depth coverage of a range of important topics including employee experience, leadership, customer experience, marketing and more. With an MFA in creative writing and background in inbound marketing, she offers unique insights on the topics of leadership, customer experience, marketing and employee experience. Michelle previously contributed to publications like The Press Enterprise and The Ladders. She currently resides in Pennsylvania with her two dogs.

Sourced from CMSWIRE

In Uncategorized

The Growing Importance of Emotional Intelligence in Marketing

August 7, 2024 No Comments

By Scott Clark

Implementing emotional intelligence in marketing sounds nice. Could be — but it’s not without its challenges.

The Gist

Empathy drives loyalty. Understanding and addressing customer emotions fosters authentic connections and enhances loyalty.
Emotion over data. While data is essential, emotional insights provide a deeper understanding of consumer motivations.
Brand differentiation. Emotional intelligence helps brands stand out by creating genuine, empathetic interactions with customers.

In marketing today, where data-driven strategies and technology often dominate discussions, the significance of emotional intelligence (EI) is becoming increasingly apparent. As consumers seek more authentic and meaningful connections with brands, marketers are recognizing the power of understanding and responding to emotions.

Emotional intelligence in marketing involves not only grasping customer sentiments but also empathizing with their needs and aspirations. This article examines the importance of emotional intelligence in marketing, looking at its benefits, challenges and ways that businesses are implementing EI as a brand strategy

Two white theatrical masks are superimposed against a red velvet curtain closed against a theater stage in piece about emotional intelligence in marketing. — Emotional intelligence in marketing involves not only grasping customer sentiments but also empathizing with their needs and aspirations.backup16 on Adobe Stock Photos

Introduction to Emotional Intelligence

In recent years, marketing has witnessed a significant shift from relying solely on data-driven strategies to incorporating a more nuanced approach that includes emotional understanding. While data analytics provides valuable insights into consumer behaviour, it often falls short of capturing the full spectrum of human emotions and the motivations that drive purchasing decisions. As businesses recognize the limitations of purely quantitative data, they are increasingly turning to EI to build deeper and more meaningful connections with their customers.

Elena Novikova, founder and CEO of Lumus Inc., a NYC-based digital marketing agency, told CMSWire that in a world dominated by data-driven strategies and technological advancements, the ability to connect with consumers on an emotional level has never been more crucial. “The benefits of using EI in our marketing strategies have been substantial,” said Novikova. “We’ve seen improved customer engagement, higher conversion rates and increased brand loyalty. By creating campaigns that speak to the heart as well as the mind, we’ve helped our clients build stronger, more lasting relationships with their customers.”

Emotional intelligence, when it comes to marketing, revolves around understanding and responding to the emotions, needs and aspirations of customers. This approach goes beyond demographic data and purchasing history to dive into the psychological and emotional factors that influence consumer behaviour. By tapping into these emotional drivers, marketers can craft messages that resonate on a personal level, building a sense of empathy and understanding. This not only enhances the customer experience but also helps to build stronger, more loyal relationships between brands and their customers.

One of the key aspects of emotional intelligence is empathy — the ability to put oneself in the customer’s shoes and see the world from their perspective. Empathetic marketing involves listening to customer feedback, observing their behaviour and understanding their pain points and desires. By doing so, marketers can create campaigns that address these needs in a genuine and relatable way, making customers feel valued and understood. This emotional connection can significantly increase customer engagement and satisfaction, as people are more likely to respond positively to brands that they perceive as caring and attentive to their needs.

“Empathy is key,” said Novikova. “Understanding and addressing customer emotions fosters authentic connections and enhances loyalty.”

This isn’t to say that EI doesn’t involve data, but rather, it uses such data to help brands understand the emotional factors behind purchasing decisions. Ian Baer, founder of marketing intelligence company Sooth, told CMSWire that marketers have been great at using data that targets what someone wants when they’re ready to buy and even to predict who will buy next or the right product to put in front of someone.

“The key to making emotional intelligence work for brands involves using data in ways that unlock customer empathy,” said Baer.

Another critical component of EI in marketing is emotional regulation — the capacity to manage and appropriately respond to customer emotions. This involves maintaining a consistent and positive emotional tone across all customer interactions, whether through social media, customer service or advertising. By ensuring that their messaging is emotionally aligned with their brand values, businesses can create a cohesive and trustworthy image that resonates with customers on a deeper level.

Integrating emotional intelligence into marketing strategies offers numerous benefits. Primarily, it allows brands to differentiate themselves in a crowded market by creating more personalized and engaging customer experiences. In an era where consumers are bombarded with generic and impersonal marketing messages, a brand that demonstrates genuine understanding and empathy stands out and is more likely to build loyalty and long-term engagement.

Additionally, EI can enhance brand loyalty by building trust and emotional bonds with customers. When consumers feel that a brand truly understands and cares about their needs, they are more likely to remain loyal and advocate for the brand. This emotional connection can also lead to increased customer lifetime value (CLV), as loyal customers are more likely to make repeat purchases and provide positive word-of-mouth referrals.

Amanda A. Thompson, founder and CEO at Kick Peach Beauty, a waterless skincare solution provider, told CMSWire that with so many businesses competing for attention, EI is essential for cutting through the noisy marketplace and supporting growth for a brand’s target person.

“Leaning into EI, from brand conception to delivery, allows the team to align on messaging and push beyond the basics of problem/solution campaigns,” said Thompson. “The more you understand EI the more you can understand your customers, and when you can truly understand your customers, you can make a positive impact in their lives.”

Understanding Emotional Intelligence in Marketing

The core components of emotional intelligence include self-awareness, empathy and emotional regulation. Each of these plays a crucial role in shaping how marketers interact with and understand their customers:

Self-Awareness: This is the ability to recognize and understand one’s own emotions and feelings, and how they affect thoughts and behaviour. In marketing, self-awareness enables professionals to stay attuned to their own biases and emotional responses, ensuring that their personal feelings do not cloud their judgment or decision-making.
Empathy: Perhaps the most critical component of EI in marketing, empathy involves understanding and sharing the feelings of others. Empathetic marketing requires putting oneself in the customer’s shoes to understand their emotions, pain points and desires. By listening to customer feedback and observing behaviours, marketers can gain insights into what truly matters to their audience.
Emotional Regulation: This involves the ability to manage and respond to emotions appropriately. For marketers, emotional regulation means maintaining a consistent and positive emotional tone across all customer interactions.

Emotional intelligence plays a pivotal role in interpreting customer sentiments and behaviours. By understanding the emotional underpinnings of consumer actions, marketers can more accurately predict how customers will respond to different marketing strategies. This involves analysing not just what customers do, but why they do it. For instance, understanding the emotional reasons behind a customer’s loyalty to a brand can help marketers reinforce those positive feelings through targeted campaigns.

Suzanne Reilley, business coach, marketing strategist and copy adviser at SuzanneReilley.com, told CMSWire that speaking to an ideal client’s top hopes, dreams, fears and aspirations creates a strong connection with that given audience.

“It shows that the business truly hears and understands their customers, and cares about their needs,” said Reilley. “I find that brands, offers and messaging tailored this way causes the reader to breathe a huge sigh of relief knowing they’re in the right place.”

EI also helps in deciphering the subtleties of customer feedback. Sentiment analysis tools, powered by AI, can gauge the emotional tone of customer reviews, social media posts and other forms of feedback. By interpreting these emotional cues, marketers can identify areas of satisfaction and dissatisfaction, allowing them to proactively address issues and enhance the overall customer experience.

In practice, EI can transform raw data into meaningful insights. For example, if data shows a spike in negative sentiment following a product launch, marketers with high EI will dive deeper to understand the emotional triggers behind this response. They might find that customers felt misled by the product’s marketing or were disappointed by unmet expectations. With this emotional insight, marketers can adjust their messaging and approach to better align with customer expectations and rebuild trust.

By Scott Clark

Sourced from CMSWIRE

In News

Five Powerful Ways To Use Storytelling In Digital Marketing

May 28, 2024 No Comments

By Ana Bubolea

In today’s digitally-driven world, where consumers are inundated with a constant barrage of advertisements and content, storytelling serves as a potent antidote to ad fatigue. By crafting narratives that resonate with the audience’s aspirations, challenges, and desires, brands can cut through the noise and forge genuine connections that foster loyalty and trust.

As the founder of a consultancy that leaders’ stories into their competitive business advantage, I’ve found that people remember stories more than facts. I focus on making the founder’s journey relatable and engaging through stories. I dive deep into their journey, focusing on the raw, unfiltered moments that shaped their vision. It’s effective because people crave genuine connections, and by sharing these stories, we foster a bond based on shared experiences and values.

To help leaders humanize their message, I asked members of the Marketing & PR Group, a community I lead through Forbes Business Council, for ways they’ve been using storytelling as content strategy in digital marketing — and why they’ve been successful.

1. Real-Life Customer Success Stories

Storytelling has a profound impact, particularly on entrepreneurs. By spotlighting real-life customer success stories, banking is infused with humanity, fostering trust and connection. Storytelling’s success lies in transforming impersonal financial services into experiences that resonate, creating a narrative that entrepreneurs can see themselves in, thus fostering deeper engagement and trust. – Aleesha Webb, Pioneer Bank

2. Brand Narratives

You can showcase your product through sheer brand narratives that connect with audiences. Start by creating a compelling story that revolves around the brand’s values, mission, passion and journey. This way, you can create an emotional connection with consumers by developing brand loyalty and engagement. I’ve found this strategy works well since it humanizes the brand and people can connect with the product more easily. – Vinay Chandrashekar, Long Boat Brewing Co.

3. Captivating Hooks

Captivating hooks will always be a pillar for any successful content strategy online. Without engaging hooks on each piece of content, you cannot capture the audience and “win the click.” Start each piece of content by immediately stating a problem, goal or emotion to your audience. This will lead to much stronger engagement and reach. – Reggie Young, Exit Advisor

4. Social Media Reporting

YouTube and social media reporting have become so impactful that they can even work against you. During the early creation of the company, we begrudged internet trolls which led to tons of false negative content being posted all over the internet. It taught us the importance of owning your content channel (YouTube especially) and being proactive in telling your own story and that of your customers. – Ali Mahvan, Terasynth

5. Brand Videos

Utilizing brand videos to weave compelling narratives around the brand’s values and products has been successful. This strategy emotionally connects with the audience, leading to better brand recall, increased engagement and higher conversion rates. – Mohammad Bahareth, MBI

Feature Image Credit: NOPPADON – STOCK.ADOBE.COM

By Ana Bubolea

Follow me on LinkedIn. Check out my website.

Founder of Buzzworthy Brands. Follow me on LinkedIn for daily personal branding insights. Read Ana Bubolea’s full executive profile here.

Sourced from Forbes

In News

Are we losing the art of marketing relevancy?

May 3, 2024 No Comments

By Mike Wickham

As the sands shift around digital marketing, says Mike Wickham of Impression, it might be time to reconsider how we target customers online.

Good marketing should always be a win-win. The consumer should win because they’re being provided with a relevant option for whatever it is they’re in the market for. The brand should win by meeting that need and by providing its product or service to the right audience, hopefully, at the right cost.

As someone who navigates both the world of marketing and consumerism, I’m noticing a worrying trend towards fewer, less relevant options presented across paid media platforms.

The algorithm isn’t always our friend

Let me give you an example. I was recently on a quest to find the perfect pair of shoes. Versatile enough for all seasons, suitable for both smart and casual attire, and durable for years to come. Alas, I’m still searching, and not just because I’m incredibly fussy.

My customer journey began the same as most, with a broad search on Google, and I was served a range of options from boots to sandals. Not quite right, but after navigating to the shopping tab, I found a few items closer to what I was picturing in my head.

After clicking on a few options from different brands and browsing their catalogues I still hadn’t found the dream pair, but I had at least narrowed down the style I was looking for. So I returned to Google and provided a bit more detail for my next search (long-tail searches do still exist), only to receive virtually the same list of items in the carousel as before.

The results were pretty much exclusively from the three brands that I just visited. For the following days and weeks, browsing across the web provided me with limited new suggestions. I was re-served the same items time and time again. A poor use of frequency capping is partly at fault here, but the crux of it is, my behaviour gave signals that I was interested in these items, and so the algorithms pushed hell for leather to get me to convert.

I sympathize with these brands, and advertisers in general, who face similar challenges. With a shift towards larger audience definitions and a heavier reliance on machine automation, they’re a little at the mercy of the algorithms to distinguish who is the right customer.

How to identify the most likely customers

So what can we do to help differentiate between a person who clicks a visual ad of a product, engages with the website and decides the product isn’t quite right for them, versus a person who clicks a visual ad of the product, engages with the website and then decides that while they most likely will buy, they first want to compare prices elsewhere and wait for payday?

It ultimately comes down to developing a better understanding of the behaviour and psychology of your consumers. There are often more reasons not to buy something than there are to buy it, so we must begin to dig much deeper.

It starts with research. Understanding consumer behaviour to uncover the ’why’ behind the engagement – as well as the ’why not’. Is it to do with affordability, a lack of urgency, or too much choice? Or is it down to concerns over compromise, distraction, likeability, trust, principles, ethics… and so much more? The list of conscious and subconscious reasons for not proceeding can be many and varied.

Behavioural insight often starts with old-fashioned methods, like actually talking to people. Focus groups, surveys and questionnaires are often seen as archaic to digital-first businesses, but they will provide the insights that will help you identify where to begin looking within the data.

Don’t chase every would-be buyer

We have to measure in different ways than before. Parsing small but significant signals of consumer intent, such as attention mapping, engagement depth, dwell time, and frequency of interaction, will help to build a clearer picture between a genuinely interested buyer and a passer-by.

By identifying and excluding those who have shown signals of dis-intent, we’re able to better place our energy into more qualified customers, while the same data informs how we adapt our customer journeys to capitalize on the ‘likely buyers’.

We ultimately need to be better at understanding our customers’ wants and needs. And a key part of this is knowing when to pursue them, and when to let them go. Algorithms have made it harder to do the latter, as they miss the context and the cognitive reasoning in the mind of the decision-maker.

Those are the gaps we need to fill, and it’s the combination of blending behavioural insights with your machine learning tools that will not only help the marketer become more effective with their advertising spend, but also help bring back the relevancy to the consumer.

Like I said – win, win.

Feature Image Credit: Remy Gieling via Unsplash

By Mike Wickham

Sourced from The Drum

In News

Affiliate Link Tracking Tools: Pros and Cons for Effective Marketing

Phonexa: A Holistic Approach to Performance Marketing

Advantages: Comprehensive analytics, real-time reporting, call tracking integration, diverse attribution models.
Disadvantage: Higher learning curve due to advanced features.

Affiliatly: Simplified Affiliate Program Management

Advantages: User-friendly interface, easy setup, automation of commissions and pay-outs.
Disadvantage: It may need more advanced features required by larger businesses.

AffiliateWP: Seamless Integration with WordPress

Advantages: Native WordPress integration, extensibility through add-ons, compatibility with e-commerce platforms.
Disadvantage: Primarily suitable for WordPress-based websites.

Boberdoo: Customizable Routing Rules

Advantages: Advanced lead tracking, real-time lead distribution, and integration capabilities.
Disadvantage: More focused on lead generation may only be ideal for businesses with a strong lead component.

iDevAffiliate: Versatility for Diverse Affiliate Programs

Advantages: Support for various commission structures, multi-level marketing (MLM) support, and customizable branding.
Disadvantage: The interface may not be as modern as some other tools.

Exploring the Most Effective Options

As we thoroughly examine each instrument, we will not only point out its benefits but also any possible drawbacks that it could have. You’ll be in a better position to choose the affiliate link tracker tool that best suits the needs of your company if you are aware of the distinctive advantages and disadvantages of each one. Let’s begin our adventure to learn more about Phonexa, Affiliatly, AffiliateWP, Boberdoo, and iDevAffiliate’s advantages and disadvantages.

As the competitive landscape continues to evolve, understanding the nuances of these tracking tools becomes paramount in order to stay ahead in the affiliate marketing game. By evaluating the potential disadvantages along with the advantages, you can effectively craft the strategy you need. For example, how to maximize your affiliate campaigns using these platforms. Our comprehensive analysis aims not only to inform but also to empower your decision-making process. The tool you choose must fully meet your business goals.

1. Phonexa

G2 Rating: 4.9/5

Price: Starts at – $100 /month

Free trial: yes

Phonexa provides several tools for lead generation, tracking, and conversion optimization as a complete performance marketing platform. Marketers can precisely measure clicks, conversions, and commissions thanks to its affiliate tracking software. Real-time analytics and reporting from Phonexa enable marketers to quickly modify their strategy to take advantage of new trends while still making educated judgments. Phonexa’s multidimensional capabilities and cutting-edge innovation are two of the main selling points for the company to business customers. Phonexa is definitely the industry leader when it comes to solutions for affiliate tracking software.

Phonexa is unique in the affiliate marketing tracking software industry because of its cutting-edge ability to connect call tracking and attribution with digital marketing campaigns. This becomes especially important in businesses where most of the conversion process relies on telephone exchanges. This state-of-the-art technology bridges the gap between online and offline conversions, giving marketers a comprehensive perspective that enables them to identify revenue sources and enhance the pin-point precision of affiliate marketing tracking methods. Informed judgments and maximum advertising performance are made possible by this synergy for marketers.

2. Affiliatly

G2 Rating: 4.4/5

Price: Starts at – $16 /month

Free trial: no

Affiliatly is a marketing tracking software that is simple to use and ideal for businesses of all sizes. Affiliatly a user-friendly interface and straightforward setup make it possible for marketers to create and maintain their affiliate marketing systems rapidly. Clicks, conversions, and transactions are among the aspects of the platform’s affiliate marketing tracking that provide users with information on the effectiveness of campaigns and affiliate success.

One of Affiliatly unique characteristics is the automation of commissions and payments, accelerating the procedure for rewarding affiliates for their work. It furthermore offers completely customizable affiliate dashboards so that affiliates may monitor their output, earnings, and referral traffic. The focus on usability and simplicity of Affiliatly makes it an enticing affiliate marketing tracker for businesses looking to build and manage affiliate marketing programs.

3. AffiliateWP

G2 Rating: 4/5

Price: Starts at – $149.5 /year

Free trial: no

As a strong affiliate tracking software and affiliate tracker plugin for WordPress, AffiliateWP emerges to assist businesses that operate inside the WordPress ecosystem. The user-friendly interface of AffiliateWP and easy integration with WordPress websites allow it to give extensive affiliate tracking capabilities. Marketers may immediately assess the success of their affiliate activities thanks to the real-time statistics provided by the plugin.

Thanks to AffiliateWP’s flexibility through add-ons, marketers may adapt the leading affiliate tracking platform to their needs. The best use for this flexible affiliate monitoring software will be for companies with certain affiliate program requirements. Because it is compatible with several e-commerce platforms, the plugin is a desired option for businesses searching for the best affiliate tracking software and affiliate tracking solutions inside the WordPress framework.

4. Boberdoo

G2 Rating: 3/5

Price: Starts at – individual payment calculation

Free trial: no

Due to its innovative methods for tracking leads utilizing best affiliate tracking software, Boberdoo stands out. Due to its top affiliate program software qualities, Boberdoo is a fantastic solution for sectors that need a lot of leads. Marketers may monitor each stage of the lead’s lifecycle with the help of the partner monitoring tools and “affiliate link tracking software” available on the platform. The potential of the affiliate program platform may be fully used by your partner to increase sales by optimizing their marketing tactics.

Leads are more likely to be effortlessly sent to the most eligible partners right away when using Boberdoo’s Lead Distribution tool in conjunction with its affiliate tracking software. The success of your lead distribution efforts will be increased by the seamless data transfer across various systems made possible by the integration of affiliate program software. Boberdoo separates out from the competition by placing a strong emphasis on accuracy and quality in lead monitoring, especially by providing efficient solutions to track partner relationships in sectors where obtaining leads is of utmost significance. Boberdoo’s position as a top-tier solution in the field of lead distribution and affiliate marketing is cemented by its superb affiliate tracking software.

5. iDevAffiliate

G2 Rating: 5/5

Price: Starts at – $39/month

Free trial: no

iDevAffiliate is a flexible affiliate marketing program that offers businesses several tracking and administration tools. Because iDevAffiliate supports a variety of payment models, marketers can pay affiliates based on clicks, conversions, and sales. Valuable platform data, including affiliate tracking software, can be used by marketers to improve campaigns.

The user-friendly customization options in iDevAffiliate allow it to be adapted to meet the branding requirements of different organizations. A noteworthy feature of the platform is its ability to support multi-level marketing (MLM) programs, also known as tracking affiliate marketing, which benefit businesses with complex affiliate networks. iDevAffiliate’s adaptability makes it the best tracking software for affiliate marketing. It is a powerful tool for companies wishing to set up and manage various affiliate programs, especially with its extensive tracking features and advanced affiliate tracking system.

Making the Best Decision

Affiliate marketing is a powerful way for businesses to get more customers and make more money. Investing in solid affiliate link tracking tools is necessary to make the most of affiliate marketing. Popular brands in the field of affiliate program monitoring and affiliate conversion tracking solutions, all described in this article, include Phonexa, Affiliatly, AffiliateWP, Boberdoo, and iDevAffiliate.

These systems provide comprehensive deep analytics and precise tracking solutions that let companies successfully enhance their tactics. Every one of these items has a distinct set of characteristics that are created to satisfy particular marketing objectives. By carefully selecting the best solution for your company’s particular needs and objectives, you may significantly improve the efficacy of your affiliate marketing. You may acquire a competitive edge and maximize the benefits of your affiliate partnership by utilizing cutting-edge affiliate tracking solutions.

Feature Image Credit: Firmbee from Pixabay

By Carl Goldman

Sourced from HometownStation.com

In News

10+ Best Podcast Marketing Strategies to Expand Your Audience

November 30, 2023 No Comments

By Sam Driver

Are you looking to transform your humble podcast into a buzzing audio sensation?

Podcast marketing is your ticket to reach new listeners and engage your audience like never before.

Through techniques such as strategic partnerships, effective SEO, and leveraging social media platforms, you can elevate your podcast to an entirely new level.

So, are you ready to captivate more listeners and skyrocket your podcast’s popularity?

Let’s dive in!

1. Leverage Social Media

Expanding your podcast audience could be as simple as clicking ‘post’ on social media!

Platforms like Facebook, Twitter, Instagram, and LinkedIn are teeming with potential listeners who are just one compelling post away from becoming your ardent fans.

To unlock this potential, consider creating diverse and dynamic content around your podcast episodes.

This could be a compelling quote from an episode that sparks curiosity, a mini-audio teaser that gives a taste of your captivating content, or an eye-catching episode graphic that stops a scroller in their tracks.

For example, if your podcast guest shared a provocative insight or a funny anecdote, turn that into a tweet or an Instagram post.

Another strategy is to start a conversation using trending hashtags or engaging polls.

If your podcast revolves around entrepreneurship, for instance, engaging with your audience using hashtags like #StartupLife or #Entrepreneurship can attract like-minded individuals who might be interested in your content.

Remember, the goal is to pique interest and drive traffic to your podcast, all while adding value and engaging your community.

2. Podcast SEO

When it comes to podcast marketing, search engine optimization (SEO) isn’t just a tool; it’s a secret weapon.

By optimizing your podcast episodes with relevant keywords and enticing descriptions, you can make your podcast more visible to potential listeners who are already searching for content like yours.

Consider the fact that search engines like Google and Apple Podcast are the highways that lead listeners straight to your digital doorstep.

By using SEO best practices, you essentially lay breadcrumbs that guide listeners from their search queries to your podcast episodes.

For example, if your podcast episode is about “vegan recipes,” make sure those words appear in your title, description, and even in your transcript.

Don’t forget your podcast website either! It should be as SEO-friendly as possible. Think of it as baking a digital marketing pie that Google just can’t resist.

An SEO optimized site will improve your search ranking and increase your visibility, which ultimately leads to a larger audience and higher engagement rates.

3. Embrace Email Marketing

Whoever said emails were outdated, certainly didn’t understand the power of email marketing.

In the podcasting world, an email list can be the secret ingredient for transforming casual listeners into engaged fans.

Email marketing allows you to connect directly with your audience on a more personal level.

It’s your chance to share exclusive content, episode highlights, or even teasers for upcoming guests. This not only keeps your listeners in the loop but also provides them with value-added content that enhances their listener experience.

For instance, consider sharing an exclusive mini-episode or a behind-the-scenes look at the podcast recording process with your email subscribers.

Or perhaps a Q&A session with you or your guests that’s exclusive to your email list.

Most importantly, unlike social media platforms, you own your email list.

This means you’re not at the mercy of algorithms for your content to be seen.

It’s a direct, unfiltered line of communication between you and your listeners, like sending a personalized invitation for them to dive back into your audio content.

Remember, the key is to provide value.

An engaged email subscriber can turn into a loyal podcast listener, and eventually, an evangelist for your podcast.

4. Harness the Power of Podcast Advertising

Podcast ads have come a long way from just a means to monetize your show. They’ve evolved into a potent tool for cross-promotion and audience expansion.

By forming strategic partnerships with other podcasters, you can swap podcast ad slots, giving each other’s shows a shout-out.

This is like networking at a virtual conference, except your introduction reaches a dedicated audience who love podcasts just like yours.

You could also approach podcasters in your niche, offering to sponsor an episode or series in return for ad slots.

This not only gives your podcast exposure but also associates it with another high-quality show.

Investing in podcast advertising on platforms like Google Podcasts or Apple Podcast is another avenue to consider.

These platforms curate content for their users based on their interests, and your ad could pop up in a potential listener’s feed.

5. Attract with Content Marketing

Content marketing is a crucial strategy that goes beyond promoting your podcast — it’s about offering additional value to attract and retain your audience.

The art lies in creating compelling, high-quality blog posts and articles related to your podcast content.

For instance, if your podcast revolves around cooking, you can publish recipes or tips on food pairing.

This additional content not only enhances your brand awareness but can also funnel readers to your podcast.

Consider repurposing your podcast episodes into engaging blog posts or articles.

For example, a fascinating interview could be transformed into a long-form article, a panel discussion into a listicle, or an informative session into an infographic.

It’s like creating a content ecosystem where every element is interconnected and supports the others.

6. Partner with Influencers

In the era of social media dominance, influencer marketing can be a game-changer for your podcast.

This isn’t just about getting a celebrity on your show — it’s about leveraging the influence of someone relevant and respected in your niche.

When you approach influencers, make it clear how this partnership can benefit them too.

Perhaps they’re launching a new product or book that they want to promote to your audience, or maybe they value the chance to share their insights in a deeper, more personal format than a typical social media post allows.

The beauty of influencer marketing is that it not only expands your audience but also boosts your credibility.

Your podcast gets the endorsement from someone who is already a trusted voice in the field, and their followers are more likely to become your listeners.

7. Tap Into Communities

There’s no underestimating the potential that online communities hold.

They are vibrant spaces where people gather around shared interests, which makes them an excellent hunting ground for new podcast listeners.

From niche-specific Facebook Groups and Reddit threads, to Q&A platforms like Quora and industry-specific forums, these digital communities are pulsating with individuals ready to be wowed by your podcast.

To tap into this, first identify the communities that align with your podcast’s theme or subject matter.

Once you’ve identified the right communities, don’t just dive in with blatant self-promotion.

Instead, aim to be a valuable member of the group.

Start discussions, respond to others’ posts, and provide genuine, helpful insights.

This not only builds your reputation within the community but also primes your audience for when you do introduce your podcast.

For instance, you might share an episode of your podcast that answers a common question within the group or tackles a trending topic.

This organic, value-first approach can earn you loyal listeners and enhance your podcast’s standing in the community.

8. Leverage Analytics

Understanding the numbers behind your podcast can revolutionize your marketing strategy.

Analytics is your secret weapon for decoding the habits and preferences of your audience.

Many podcast platforms provide built-in analytics, and tools such as Edison Research or Podtrac can offer you more in-depth insights.

These analytics can reveal which episodes get the most listens, what times and days see the highest engagement, how long listeners stay tuned, and where your audience is geographically located.

For instance, if data reveals that your episodes featuring guest interviews have the highest listens, consider inviting more guests.

If analytics show a spike in listens on weekdays around 7 pm, this could indicate that your audience prefers unwinding with your podcast after a workday.

Moreover, understanding where your audience is located can influence your promotional efforts.

If a significant percentage of your listeners are in New York, consider coordinating your episode releases with Eastern Standard Time or explore partnerships with local influencers or businesses.

Remember, these insights aren’t just numbers — they are clues that lead you to a more targeted, effective marketing strategy.

9. Optimize for Podcast Apps

Accessibility is key when it comes to expanding your podcast audience.

One way to ensure this is by making your podcast available on all major podcast apps. But it doesn’t stop at just being present on these platforms.

You also need to optimize your podcast for these apps.

So, ensure that your podcast descriptions are detailed and filled with relevant keywords. It makes it easier for potential listeners to discover your podcast when they search for their interests.

For example, if your podcast is about eco-friendly living, include phrases like ‘sustainable lifestyle’, ‘green living’, or ‘environmental conservation’ in your description and episode titles. The more specific you can get with your keywords, the better.

This way, you can reach the niche audience that is actively seeking content like yours.

Also, don’t forget the aesthetic element.

Make your podcast visually appealing with professional cover art and clear, compelling episode thumbnails. This can make your podcast stand out in an often overcrowded app interface.

10. Regular & Consistent Posting

Your listeners, much like fans of a TV show or subscribers of a YouTube channel, anticipate regular content.

To keep them engaged and eager for your next episode, adhere to a consistent podcast production and release schedule.

This reliability is not just good for listener engagement, but it’s a critical component for marketing too.

Regular posting sends signals to podcast platforms that you’re an active podcaster, boosting your visibility.

One strategy is to decide on a posting schedule that works best for you. It could be weekly, bi-weekly, or even monthly.

For example, ‘The Daily’ by The New York Times offers new content every weekday, while ‘Radiolab’ opts for a bi-weekly schedule.

Find a rhythm that matches your content creation capabilities and audience expectation.

And remember, a missed episode could mean a missed opportunity to strengthen your listener relationship.

11. Engage with Your Audience

Engagement isn’t just for social media platforms. Building a community around your podcast encourages listener loyalty and deepens the connection they feel with your podcast.

One way to do this is by interacting with your audience through Q&A sessions, either on your podcast or through social media platforms.

For instance, Tim Ferriss frequently includes a Q&A session in his podcast ‘The Tim Ferriss Show,’ where he answers questions sent in by listeners.

Similarly, you could organize regular shoutouts, acknowledging your loyal listeners or even running contests for free merchandise or exclusive content.

This can foster a community spirit that makes your audience feel valued and seen, often transforming them from passive listeners into active advocates for your podcast.

Revitalize Your Approach with Podcast Marketing

We get it; the journey to podcast stardom can feel like climbing a mountain sometimes.

But let’s look at it differently — this is your chance to revamp your game, and this guide is your roadmap.

You’ve got an epic podcast to share, and these podcast marketing strategies can be the wind beneath your wings.

Your voice deserves to be heard by a vast audience, and these tactics can help you achieve just that.

Dive in and conquer this mountain!

By Sam Driver

Sam is an Associate Editor for Smart Blogger and family man who loves to write. When he’s not goofing around with his kids, he’s honing his craft to provide lasting value to anyone who cares to listen.

Sourced from SmartBlogger

In News

6 Expert Quotes for Transforming Email Marketing

November 28, 2023 No Comments

By Chad S. White

Six of my favourite quotes along with the wisdom I see in them.

The Gist

Regulatory expectations. Laws protect businesses, but meeting customer expectations is crucial.
Audience acquisition. Choose the right customers for genuine engagement and reduced bounce rates.
Trust building. Avoid vague emails; clarity brings conversions and maintains subscriber trust.

In the new fourth edition of my book, “Email Marketing Rules,” I include quotes from scores of experts who have impacted how I think about the email channel, as well as about marketing in general. Here, I’d like to share six of my favorite quotes along with the wisdom I see in them. In no particular order, here they are …

Where Law Meets Emails and Consumers

“The law is the low bar.”

— Laura Atkins, owner of Word to the Wise

Most businesses are intrinsically against any new laws or regulations, which invariably introduce additional compliance costs or restrict business practices. Canada’s Anti-Spam Legislation (CASL), the EU’s General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA) and other privacy and anti-spam laws have undeniably done both of those.

However, I would argue that these laws have actually protected businesses and the email channel. The truth is the law always lags consumer expectations, as well as the expectations of inbox providers in the case of anti-spam laws. And a growing gap in expectations is a growing risk to businesses in terms of customer loyalty and brand image and reputation.

This danger is most evident in the US, where the CAN-SPAM Act of 2003 is still sadly in effect. In this country, merely complying with CAN-SPAM would be disastrous, leading to block listings and wholesale junking and blocking of campaigns by inbox providers. As Laura says, our subscribers expect much more from us. At a minimum, they expect us to respect their permission, both in terms of opt-ins and in terms of responding to their inactivity by eventually suppressing future emails to them.

Quality Customers and Quality Emails

“Customer loyalty is mostly about choosing the right customers.”

— John Jantsch, author of “Duct Tape Marketing“

Where you acquire new subscribers almost predetermines whether your email program will struggle or thrive. If you acquire many of your subscribers through list purchases, poorly done list rentals, sweepstakes and other sources that are far from your business operations, then you’ll be plagued by high bounce rates, low engagement and high spam complaints.

On the other hand, if you’re gaining the vast majority of your subscribers via signups during your online or in-store checkout processes, on your website and in your app, then you will have added lots of customers to your list who are genuine fans that are predisposed to engage with your emails and buy again.

If you’re unsure how your audience acquisition sources are affecting your overall email program health, then start tagging your sources so you can track the behaviours of the subscribers that come onto your list from each one. Chances are you’ll find that one or two of your acquisition sources are responsible for the majority of your bounces, inactivity and complaints.

Avoid Baiting Subject Lines for Open Rates

“Don’t confuse attention for intent.”

— John Bonini, founder of Some Good Content

Too many email marketers still believe that the key to getting more conversions is to get more opens. After all, a subscriber can’t convert if they don’t open the email, they reason.

In the pursuit of high open rates, these marketers often use vague and cryptic subject lines and preview text — often defending their use as being “clever” or in service of creating a “curiosity gap.” However, these open-bait tactics only succeed in attracting curious subscribers rather than ones who are actually interested in the email’s call-to-action. Not only does this result in low click-to-open rates, but open rates eventually decline over time as subscribers end up repeatedly feeling like their time was wasted reading messages they ended up having little interest in.

In these cases, the marketer has sacrificed subscriber trust in exchange for getting additional opens that rarely drove business goals. The wiser path is to respect your subscribers’ time by using envelope content that reflects the content of the email. Long-term, this results in higher total opens, as well as more conversions and less list churn as your openers will have stronger intent.

While John was talking about campaign engagement when he said this, his sentiment can also easily be applied to marketers’ habit of pushing their way into channels that consumers prefer to use for communicating with family and friends rather than focusing on the channels like email where consumers most want to hear from brands.

Marketers: Manage Your Audiences

“The customers are the assets; not the store and not the ecommerce sites.”

— Michael Brown, partner at A.T. Kearney

Marketers too often get confused about what they’re supposed to be managing. Often, they think they should be managing product inventories. In particular, email marketers often think they should be managing email campaigns.

By Chad S. White

Chad S. White is the author of four editions of Email Marketing Rules and Head of Research for Oracle Marketing Consulting, a global full-service digital marketing agency inside of Oracle.

Sourced from CMSWIRE